A Sculpted Expression of Contemporary Masculinity
In Amritsar, in northern India, the new boutique of the Mukund Taneja brand redefines the male retail experience through a design language that blends understated luxury, sartorial craftsmanship, and references to the region’s cultural heritage. Conceived by Mehak Sandhu, young designer and founder of Vendage studio, the 140-sqm space thoughtfully interprets the elegance of the modern man — sophisticated, self-aware, and deeply rooted in tradition.
Fluid forms for a dynamic experience
A key element of the interior is the ceiling, designed as a sculptural, wave-like installation that softens and enlivens an otherwise geometric layout. These fluid lines ripple throughout the space, echoed in architectural cuts, mirrored surfaces, and custom furnishings — creating a visual narrative that guides visitors through an intuitive and harmonious journey.
Cool tones and sartorial geometry
The color palette — dominated by pearlescent greys, deep blues, and teal accents — reflects the brand’s discreet yet assertive identity. Pleated curtains frame the display zones, adding rhythm and scenographic depth to the tailored outfits. Sculptural busts, curated art pieces, and decorative objects complete the setting, highlighting artisanal detail and reinforcing the dialogue between form, material, and function.
A space designed for connection
The central lounge offers a carefully considered pause along the customer journey: an intimate, refined area where velvet-upholstered seating and sculptural tables invite conversation and personalized consultation. More than a waiting area, this space acts as an extension of the brand narrative — an experiential setting where comfort, elegance, and emotional resonance come together.
A boutique that interprets the present
Every design decision helps to shape an image of cultivated, conscious masculinity — one that bridges tradition and contemporary sensibility. The result is an immersive, engaging environment where design becomes an expression of identity, and the boutique transforms into a symbolic space: a reflection of the modern man, looking toward the future while remaining anchored in his roots.
Location Amritsar, Punjab, India
Design Mehak Sandhu, Vendage
Area 140 sqm
Photo credit Aaftab Sandhu